1. Know your customer. Your customer isn’t a
corporation but the individuals it employs. Who
are the individuals that are most interested in
your offerings? What are their likes and dislikes?
How do they connect with their world? What
sites are they most active in? How do they define
the community to which they belong? These are
the type of questions you should be asking.
2. Embrace technology. If you don’t have a
social media presence, develop one. The longer
you procrastinate, the greater the tendency to
become irrelevant in the eyes of those you are
trying to communicate with.

One of the great benefits of attending an exhibition is the opportunity to
network with industry colleagues, suppliers and buyers. Yet, we see people
with their eyes cast downward, mesmerized as their fingers fling across a
miniature keyboard at lightening speed.

H

as face-to-face interactions faded
into the ether, never to be seen
again? Have we turned a corner on
human interaction and lost our way?
The answer may not be as simple as yes or no.
The real culprit in the mix is demographics.
The baby-boom generation (ages 40-63) were
comfortable meeting people face-to-face. It was
how they developed trust and confidence in the
people they chose to do business with. They
developed a keen sense of what was acceptable behaviour and what wasn’t. If a stranger
was friendly, professional and offered a genuine
handshake and a smile, this group was more
apt to deal with them as opposed to those who
looked like sharks stalking their next meal.
Then came the World Wide Web and the personal computers which grew from an interesting
machine on our desk to a necessary tool in our
pocket. The Generation X (ages 28-39) and the

Millennials (ages 18-27) grew up in this age of
technology where modern advances seemed
to take them further away from human contact.
The older generation shook their heads in disbelief, the younger generations, opened doors
of opportunities their parents never thought
possible.
Now those organizations who hope to achieve
above average results from their exhibit investment need to change. Those companies who
have moved away from displays that simply
showcase a product or service to one that offers
the attendee an opportunity to engage in the
solution are seeing unbelievable results. Those
who are stuck in the dark ages are being left
behind.
How do you embrace change and create an
exhibit plan that is relevant, measurable and
meaningful? Here are a few suggestions that will
point you in the right direction.

3. Know your products/services. Go beyond
features, benefits and advantages which were
selling tools used with the baby-boomers to the
new world where customers decide on what elements of a product or service are most relevant
and meaningful.
4. Create a display that quickly captures their
imagination. You can’t tell this generation of
visitors that you understand their perspective,
you need to show them. This requires careful
thought to everything that is visible including your signs, graphics, demonstrations and
product displays to ensure that your audience
connects instantly.
5. Engage..engage…engage. Ensure that each
step in your exhibit plan opens an opportunity
to engage the visitor. This will include everything
from the shows you select, the display and how
your staff interacts with the audience.
The trick is to focus your exhibit plans around
the question, “What is most relevant to my customers?” If you are not sure then you need to do
the research. We are entering a new era where
many of the rules and techniques that worked so
well in the past are no longer producing results.
If you take the time to understand how the
demographic of your attendees is changing and
take the appropriate steps, you can’t go wrong.
Barry Siskind is North America’s foremost trade
and consumer show expert. Visit his Web site:
www.siskindtraining.com or e-mail him at:
barry@siskindtraining.com.

www.theplanner.ca | December 2011 - January 2012 | ThePLANNER 3

The Canadian

in
publication

for meeting and event
planners

this

issue

6 Who Are The Planners Of Tomorrow?

Four students tell us what their future objectives are and why
they chose this field.

* A Mari Usque Ad Mare

8 What Communication May Bring
in 2012

Stacey Hanke shares her views on critical elements to building relationships, winning business and achieving personal
development in 2012.

Publisher’s Note

The past
meets the future
The future in event planning is represented by the four
students we have featured in this month’s Planner. We
have also asked Audrey Asar, a 20 year industry veteran,

16 Destination Quebec City

A detailed look into the growth, attractions, and destinations in this booming city.

22 Survey “Planner Tool Box”
Following

our survey, “Planner Tool Box”, where we had
asked you to help our intern Amber find a name for her
multipurpose tool box and its contents.

to give us an overview (following page) of the past as the
end of one year meets the beginning of a new one. The
past meets the future.
Once again this year we wish to thank you for your
support and welcome your ideas, suggestions and
comments.

26 Moving Beyond Notes on the
Back of Business Cards
Barry Siskind explains how to properly

The Planner is published ten times a year.
Poste-publication No. 40934013
The Planner uses FSC certified paper, made
from responsible sources.

*Canadian Coat of Arms motto
“From sea to sea”
We acknowledge the financial support of the

Government of Canada through the Canada Periodical
Fund (CPF) for our publishing activities.

4

PLANNER | December 2011 - January 2012 | www.theplanner.ca

The

planning

Planning to be
a Planner….

f

By Audrey Esar

There are not many of us who started out by specifically wanting to
be a meeting or event planner. Often, the route to this career came
through a long and winding road that passed through many different
avenues, and ultimately ended up in this crazy, detailed filled, chaotic
and satisfying profession we call planning. Funny considering often,
we never “planned” for it at all!

F

or myself, as an example, I was working in accounting, then sales, before
venturing into the world of meeting
planning and incentive travel. Having
organized conferences for previous companies,
I quickly realized that the energy and the excitement of the constant changes and unordinary
days were exactly what I needed to keep my
interest peaked and move me to keep progressing within the industry. Self taught, I mastered
each hurdle as they arose, and learned something from every client and experience. Since
customer service was and has always been a
number one priority for me, it wasn’t difficult to
translate that strength into fulfilling the needs
and requirements of my clients. One planner
I know began her career as an administrative
assistant in the pharmaceutical business before
incorporating meeting planning into her daily
work life, eventually excelling and becoming
the “go to” person in her company. Another
planner started her career in the hotel industry,
moved very successfully into planning incentives to ultimately being responsible for a 5,000
person global conference in IT - very different
methods of reaching the same vocation.
Now there are numerous courses that are
offered at different educational levels that can
be taken to learn the in’s and out’s of what it
takes to thrive and succeed in this profession.
However, there are some basic requirements
that must be instinctive for someone to flourish. Detail oriented, ability to manage change,
personable, and the capability to be quick
and precise, even on three hours sleep! Many

people call themselves event planners because
they have organized a friends wedding or a dinner party, however, we all know that there is an
inordinate amount of knowledge, experience
and expertise that is required before that title
can be bestowed upon anyone.
Planning to be a planner encompasses many factors, and any experience that can be acquired,
whether it be in accounting, sales, purchasing,
negotiating, or customer service, to name a few,
are all welcome additions to the make-up of the
professional organizer. That is because each
element independently can add valuable “know
how” to a team and to a client. The key is to try
and work for a company with a strong mentoring
ability, with highly knowledgeable and experienced people who can guide you in the right
direction with patience and compassion - not
always easy. All too often planners are left on
their own to figure it out. Frequently it is better
to connect with an experienced and respected
planner who can discuss challenges and help
you to navigate through the process. Planning
is a high stress and demanding career, and
only those whom are industrious and diligent
are successful at it. But with the right mixture
of education, experience, tenacity, energy and
sheer gumption, it is a rewarding and satisfying
profession that is worth all the effort!
With over 20 years experience, Audrey Esar
is a Solutions Consultant specializing in event
management, customer service, training and
coaching as well as site selection. Audrey
can be contacted via e-mail at AudreyEsar@
videotron.ca or connect with her via Linkedin.

.y.i.

French
Fact:
When is it considered evening...
in French?
Have you ever wondered
when to use “Bonsoir” rather
than”Bonjour” when greeting a
French Canadian? Well, the salutation officially changes when the
clock strikes 6:00 p.m.
The term “bonjour” means both
‘’good morning’’ and ‘’good
afternoon’’. Bonsoir means
‘’good evening’’

ETIQUETTE 101
Is it Miss or Ms.?
Ever wonder whether to use
‘’Miss” or “Ms.’’ when corresponding with a young woman?
Well, the appropriate term to use
with a twenty-year-old is ‘’Miss.’’
The term, ‘’Miss’’ should be used
for young women from the time
they become teenagers through
the age of twenty. At the age
of twenty-one, the term ‘’Ms.’’
should be adopted, unless the
woman is married and has chosen
to take her husband’s name. In
that case of course, Mrs. would
be correct.

www.theplanner.ca | December 2011 - January 2012 | ThePLANNER 5

cover

Who Are The Planners Of Tomorrow?
Recently at The Planner, we met with four students, or post-students and asked each of them to tell us what their future objectives
were and why they had chosen this field of study. Amber, Ixchelle, John and Stephanie are the planners of tomorrow!

Amber Jackson
Student in the “Event Planning” program at Lasalle College, and intern at The Planner.
Why do I want to be an event planner? At the risk of sounding like a cliché I’m in it for the love of it. For as
long as recorded time people do and have done jobs that they hate and I know that that could never be me.
I’m a terrible liar, and if I hate my job it will show in my work. I love the creativity that comes with being an
event planner and the notion of bringing people together. Things that may stress others in event planning
actually give me great pleasure, such as lists, decor and seating arrangements.
As a teenager I attended a fine arts high school. I was involved in a lot of plays, choirs and orchestra performances and although the hardcopy memories of photos and videos are of the day of the event itself, my fondest memories are the behind the scenes planning, rehearsing and hard work that was put in months before
the event. As a child I never minded spending hours choosing menus or arranging Christmas decorations.
I appreciate people’s strengths and weaknesses something that is important in a planner, as delegating is a
large part of the job. I understand my strengths and I know that event planning will highlight my punctuality,
attention to detail and my love of meeting new people.

Ixchelle Guadarrama
Concordia University Business Administration graduate, preparing for an internship in Mexico.
My name is Ixchell Guadarrama and I am a 24 year old Mexican grad, currently residing in Montreal. When
I was little, I loved to coordinate all sorts of amazing events and shows during family get-togethers. I would
establish the time and place, assign seating, make entrance tickets and create a performance with whatever
was available in my living room. Today, after my studies and experience, I am completely convinced to follow
the path of event coordination, or more specifically: wedding planning.
My favorite part of this career are the challenges the planner faces. Not only does it require a complete
combination of skills: organization, communication, negotiation and leadership, but also a vast amount of
time, not to mention the ability to satisfy the diversity and variety of my client’s requirements. I believe that
one of my greatest strengths with regards to event planning is my ability to stay within budget and manage my time efficiently. I also have experience managing the stress that comes with the pressure of the job.
After obtaining my Business Administration diploma and working for a catering company for 3 years, I have
decided to go to Cancun to work as a wedding planner assistant for 3 months. My objective is to gain experience by creating weddings in different environments, for instance, by the sea. Hopefully in the future I will
establish my own destination wedding company that will allow me to organize Canadian couples to wed on
the beautiful beaches of Mexico.

6

PLANNER | December 2011 - January 2012 | www.theplanner.ca

The

cover

John Ouellette
Student in “Event Planning” Program at Lasalle College.
Since I was young , I have always been interested in corporate, private and artistic events. What I found
most interesting in this milieu, is the constant evolution. Over the last few years I have had the opportunity to
participate in organizing several events and this led to my interest in working in the field of “event planning”.
To assist in an event is an experience in itself, but to be part of the team that actually puts the plan into
action, is an extremely gratifying experience.I chose to pursue my career as a corporate planner at Lasalle
College in Montreal specifically because compared to other cities, Montreal is internationally renowned for
its vibrancy and excitement. My courses will allow me to be organized, prepared and aware of any new
trends in a market that is constantly changing and evolving at a rapid pace.
My goal in this field is to be as innovative as possible while honing and perfecting my skills as an event planner. To have the chance to share my ideas , experiences and interests with my “event planner” colleagues,
further fuels my passion. Overall, I see it as an incredible opportunity to work for months on a project and
finally reap the rewards of watching as it all unfolds in the final stages where all the details fall into place to
produce that “sought after” successful event!

Stéphanie Cuillerier
Diploma in Cultural Research & Animation at UQAM and Coordinator, Sales & Communications at VDM
Global.
Do you remember the exact day that you chose your field of study? I remember the precise moment that
I made one of the most important decisions of my life! When it came time for me to decide which path I
would follow, I decided to trust my intuition and register for a degree that included “culture” as a priority.
I studied all the fundamentals of “event planning” and acquired the necessary tools to incorporate into the
fields of marketing, communications and project management within the job market . It was only towards the
end of my studies that my personal profile began to reveal itself. I took a long series of theoretical courses
including one called “Gourmet Tourism” , and had no idea then, that I would actually end up working for
the company(presently an employee) that gave the series of lectures.
When I first started CEGEP, I never imagined that I would become an “event planner” but soon realized
with the link between creativity and rationality I would be perfectly suited to this type of milieu. I am very
happy that I chose this career path as it has enabled me to explore different options that I might never have
tried otherwise.
After I graduated from Lasalle college as a qualified “planner”, I was hired by VDM Global and have been
working in this position for the past six months. My versatile and comprehensive education has been a key
element towards my success today as a “planner” and to think it all began because of my keen interest in
the culture of my amazing city... Montreal!

www.theplanner.ca | December 2011 - January 2012 | ThePLANNER 7

c o m m u n i c at i o n

What Communication

May Bring in 2012

By Stacey Hanke

If only we could predict what 2012 will bring. There is one idea that is a fact: face-to-face communication will
still be a critical element to building relationships, winning business and achieving personal development.

2011

proved to bring us a fastpaced business environment that required leaders who can create impact and influence others
with sound communication practices. But in
today’s world of emails, text messages and
social media options, it’s easy to overlook the
importance of face-to-face communication and
the skills it takes to do it well. Whether you’re
speaking with your employees or preparing for a
formal presentation to position your latest idea,
effective communication requires skill, planning
and constant practice.
There’s no turning back! Technology will continue to hit us fast and furiously with many
options to communicate our messages. The
challenge will increase to determine which communication medium is the best choice to influence others to act on what you have to say. I
fear with this challenge many will take the easy
way out by choosing text messages, tweets,
emails and whatever new communication option
is thrown our way over the more influential
option, face-to-face communication. With this
choice, face-to-face communication will become
more of a lost art than it is today.
If you don’t use it you’ll lose it! The more that
8

individuals rely on communication via technology, the more we will see an increase in:
• Miscommunication and misinterpretation
• Misperceptions of each other
• A decline in quality relationships
There will be an increase in users of text, twitter,
email, etc. What will this do to relationships and
that human interaction? Do you remember back
in the day when we could rely on someone’s
word that they would show up and they actually
did show up?
There will be a greater need for communication skills training including verbal, non-verbal
and written. Companies will continue to struggle with internal communications if they don’t
include a training initiative into their yearly
budget.
The struggles I’ve heard frequently throughout
2011 from my clients include:
• We’re losing new business opportunities
because our people are ineffective presenters.
• We’re damaging our client relationships
because of our lack of engagement and connection during our presentations.
• We’re losing profits because of our less-thanaverage negotiation skills.

PLANNER | December 2011 - January 2012 | www.theplanner.ca

The

• Our people are not as productive as they can
be due to time wasters.
• Our people believe their work will sell for
themselves and they don’t know how to
communicate their ideas to meet the client’s
expectations.
• Our people don’t know how to interact and
create excitement to influence our clients to
act on our recommendations.
If any of these struggles are familiar, it’s time to
re-evaluate your face-to-face communication
skills and the perceptions your listeners create
of you. Here are three surefire ways to begin:
• Before you select the “send” button, take
a minute to ask yourself, “Is this REALLY
the most effective option to influence my
receiver?”
• Ask for feedback from your family, friends, coworkers and clients. Find out from them what
perception they have of you based on your
communication skills.
• Determine what is the No. 1 misperception
people have of you and start fixing it today!
Stacey Hanke is an executive consultant,
author, coach and speaker with 1st Impression
Consulting, Inc. in Chicago, Ill. Contact her at:
stacey.hanke@1stimpressionconsulting.com or
(773) 209-5970.

a l o o k at

2012

Meetings In
Demand For 2012

Global Meeting Profile:

American Express Meetings & Events Announces
Its Forecast Showing an Expected Increase in
Number of Meetings Planned in 2012.

M

eetings demand globally in
2012 appears to be on the rise,
according to a recent survey and
in-depth interviews of meeting
experts, including planners, buyers and hotel
suppliers based around the world conducted
by American Express Meetings & Events. Of
the meeting planners surveyed, 42% of North
American, 50% of Latin American, 51% of
European and 57% of Asian respondents see
signs of increased activity from their clients.
Additionally, 60% of meeting suppliers also
expect the number of meetings planned to
increase. Higher travel and meeting costs are
anticipated, driving the need for companies to
focus on striking the right balance of cost effectiveness and experience impact when selecting
venues, according to the inaugural American

Express Meetings & Events 2012 Meetings
Forecast released recently.
“In many cases, meetings and event spending
is an indicator of outward facing organizations
connecting with their clients and prospects.
“Well run meetings and events can be leading
drivers of new business and growth for organizations”, said Issa Jouaneh, Vice President
and General Manager of American Express
Meetings & Events. “Even in the face of economic uncertainty, meeting industry stakeholders appear to be cautiously optimistic as they
report an increase in services and property
demand from clients. We hope that the trends
and forecast report we created helps meeting
professionals and executives navigate this landscape to strategically direct and make effective
use of their meeting investment.”

2012
Insight from both meeting planners and hoteliers worldwide
sheds light on general characteristics of meetings next year
that companies and organizations can use to get maximum
return on investment for each
gathering. Notably, companies
are continuing to support meetings and are projected to increase
overall meeting budgets, while
the spending for individual meetings is expected to decrease
or stay flat compared to 2011.
According to the survey, one third
(33%) of hoteliers surveyed expect
decreasing budgets per individual
meeting, while only 7% expect
increases.

Global meeting trends in 2012:
•

•

Shorter and Smaller: the number of attendees per meeting will
likely decrease as will the number of days, according to hotel
suppliers. Driving this trend is a demand to do more with less
as companies look to hold a higher number of meetings.

Closer to Home: Suppliers indicated planners want meetings
closer to their business, with 53% of their clients requesting
more local meetings. This is also likely tied to the effort to
keep individual meeting costs down.
• Fuller Agendas: Noting that their client ‘focus on meeting
content is more critical than ever,’ hotel suppliers expect to see
more incentive programs infused with business focus content,
with 47% of customers planning to combine meetings and
incentives.
“As companies continue to operate in a cost-conscious environment, despite a growing need for meetings, it is important for
meeting professionals to look for ways to optimize spending and
ensure effectiveness,” continued Jouaneh. “However, optimizing
spending means not just knowing where money is being spent, but
knowing when to spend. Evaluating each meeting and its goals is
essential to delivering the strongest, most engaging meeting with
the highest possible return on investment and experience, whether
that is through an interval virtual meeting, or a face-to-face client
event.”

www.theplanner.ca | December 2011 - January 2012 | ThePLANNER 9

airport review

Entrepreneurial
Spirit Injects the

World’s Best
Airport

Changi Airport in Singapore,
the 18th busiest airport in

the world by passengers, is

considered the world’s most
fabulous airport. Since it

opened in 1981, the airport

has notched more then 370
“best” awards world-wide
from travel trade groups

and publications. A look at

its operations reveals much

about how to run a top-notch
airport.

T

he airport offers amenities found elsewhere only in airlines’ fancy lounges
limited to premium passengers. There
are comfortable areas for sleeping
or watching TV, premium bars, work desks and
free internet. A nap room is about $23 for three
hours; a shower can be had for $6. If you want to
put your feet in a tank with tiny fish that eat dead
skin, that’s $17 for 20 minutes.
The swimming pool is free to guests of the
airport’s in-transit hotels; otherwise it’s $11 per
person. A bus tour of Singapore is offered free
by the airport. The tour is arranged so that passengers don’t have to clear immigration - the
airport retains passports so passengers don’t
run off.

10

Simple steps matter, like minimizing annoying
announcements and honking carts, and instead
playing soothing music to reduce stress. Placing
rival currency-exchange and clothing stores
side-by-side stimulates competition.
Changi figures such perks entice passengers
to spend more money at the airport and select
Singapore over other connecting hubs. About
750, 000 square feet of concession spaceapproximately the size of a suburban shopping
mall- provides 50% of the airports revenue, helping to pay for amenities and keep down costs to
airlines. The airport says its merchants recorded
$1 billion in retail sales last year.
A four-story amusement-park type slide is even
tied into retail. If you want to use the slide, you
have to have a receipt from the airport merchant showing roughly $8 and up in purchases.
Without that, you can only ride the bottom 1 ½
stories of the slide.
Terminal 3, the largest, opened in 2008 with
skylights, a wall of windows and an interior wall
covered in plants rotated out of the airport’s
greenhouse. It is a city unto itself: dry cleaners,
medical centre with everything from dental care
to fertility treatments, a grocery store, pharmacy,
flower shop, jewellery stores, clothing stores and
an indoor amusement park for kids with a balloon bounce house.
“We wanted to transform the way travel is done
and create a stress free experience,” said Foo
Sek Min, executive vice president of Changi
Airport Group Ltd., the airport’s operator which
was “corporatized” into a state-owned company
in 2009.

PLANNER | December 2011 - January 2012 | www.theplanner.ca

The

Changi also has a private terminal called “Jet
Quay” that is used by celebrities, private jet-setters, government officials, CIPs (Commercially
Important Persons) and anyone else willing to
pay. For about $1,150, you get jet side limo
service. For $231, you get the use of a private
terminal along with golf-cart rides to gates. For
$62, Jet Quay personnel will greet you at arrival
and escort you through main terminal areas.
Few of the airport’s 28,000 workers actually are
employed by Changi Airport Group, but airport
management requires new hires to go through a
week long indoctrination on the airport, its layout and service standards and training on how
to help travellers.
“Serving the customer well always correlates
with earning money,” said Mr. Foo. “Do you
need a pool in an airport? No. No one asked
for that. We are creating the market, creating
the demand. People choose Singapore because
they can swim.”
Customer service is apparent. Feedback kiosks
are scattered throughout. In bathrooms, seemingly always clean and appointed with small
flowers, touch screens by sinks ask customers
to rate the facility or to advise supervisors when
toilet paper runs out.
Mining company executive Kevin Swensdon,
heading home to Indonesia after a business trip
to Singapore, stopped in at one of the airports
two movie theatres to watch “Fast and Furious
5.” The theatre had surround sound audio and
wide aisles for manoeuvring luggage. ‘’A lot
of airports are boring but there’s a movie here,
massage here, food here. It’s great,’’ he said.

planner thoughts

f

A dozen simple truths planners
have shared with us
1. My life is so busy that if you
don’t keep in touch, I will forget you
exist.

7. Thank me for my business, or for
the referrals I send you - if you don’t, I
assume that I’m not important to you.

2. When I refer friends, clients or employees and they have a great time, it makes
me look smart. I like that!

8. Your staff make personal phone calls
when you’re not looking - is that OK?

3. I like to get treats that no one else
gets - at least let me believe that they
don’t!
4. If you say it’s the ‘best in town’, make
sure you deliver. Otherwise you’re just
spouting hype and I don’t like that.
5. We will forgive slowness once or
twice, but when it’s more than that, we
assume you don’t care.
6. I really don’t want to hear excuses
when things go wrong - they’re usually
not convincing anyway.

9. I don’t mind paying a little more for
quality. But when you cut quality to save
money, I’m usually the one who suffers.
10. We know who your worst service
staff members are, and we wonder why
you keep them on?
11. I like your “all inclusive” function
packages that don’t make me feel I will
be ‘nickel and dimed’.
12. I don’t like wearing glasses when I
go out, and that means I can’t read your
menu - why does that have to be my
problem?

.y.i.

A Good Idea from
Virgin’s Sir Richard
Branson
Governments need to make it “very clear” that jet
fuels made from sources such as inedible plants
and organic waste aren’t taxed like regular fuel,
said Richard Branson, founder of Virgin Atlantic
Airways Ltd. A push by governments to remove
taxes levied on airlines if they switch to using clean
fuel would provide “enormous encouragement
to the airline industry” to invest further in biofuel
companies,” he stated recently. Virgin spends more
than US$2-billion a year on fuel and there is “billions and billions” of money there for the taking by
the clean energy industry, the entrepreneur said.
“Governments need to make it clear that if it’s clean
fuel, it shouldn’t be taxed, and if it’s dirty fuel, it
should be taxed, and that seems to be the best way
to speed things up.”

www.theplanner.ca | December 2011 - January 2012 | ThePLANNER 11

image

By Marilyn Lazar

PUT YOUR BEST FACE FORWARD
Professional help in projecting a professional image
In past issues of The Planner, we’ve dealt with image on many levels, from a survey regarding
tattoos in the business environment, to our article about dress codes in New York City. To follow up, we present the idea of using an image consultant to take this concept to the next level.
Whether you are considering polishing your own professional image, or looking to suggest a
breakout session at the next conference you organize for a client, consider this.

N

icole Schwartz, a Certified Image
Consultant, founded Toronto based
Next Image Consulting. She strives
to help individuals present their
“best self” possible. Helping others strive for
self-actualization, and provide them with the tools
to do so is Nicole’s passion. She has melded her
diverse training into a career that assesses and

ultimate goals and aspirations. Nicole is a graduate of The University of Western Ontario, where
she earned an Honorary Bachelor of Arts Degree
in psychology, which gives her insight into how
people feel about the way they look, as well as
Parsons the New School for Design in New York
City, where she earned an Honorary Associates
Degree in fashion marketing.

“

When dressing for an event that you are
working, you want to look as though you belong
without standing out at all

assists individuals while maintaining a high degree
of creativity and proximity to the world of fashion.
Her specialty skill set includes: Style, Personal
Development, Colour & Wardrobe, Etiquette &
Human Relations, Effective Presentation Skills and
Business Management. Nicole is equipped with
the tools to help men and women alike showcase
their exceptional selves in order to attain their

Tips from the Pro:

”

“When dressing for an event that you are working, you want to look as though you belong without standing out at all. Additionally, you want to
maintain a professional yet un-stuffy look.”
It is of supreme importance to maintain your
visual presentation across situations, not only at

a working event. You represent your brand, and
should be presenting your best-self possible at
all times. Looking our best transitions to feeling
our best, which in turn boosts confidence. Once
confidence is heightened, the sky’s the limit…
confidence truly feeds success.
Dressing for a holiday party can be challenging.
You want to make sure you are fun and festive,
while maintaining a certain level of professionalism. It is important to always look quite presentable, as though you have put a lot of effort into
the way you look, however, not seeming too
high maintenance. As a professional, you should
always strive for balance – regarding visual presentation, communication strategies, as well as
professionalism itself.
Nicole Schwartz, Next Image Consulting,
416.346.5200 ~ nicole@nextimageconsulting.com,
www.nextimageconsulting.com,
Blog: www.nextimageconsulting.com/blog
Facebook Page: Next Image Consulting
Twitter: @NextImageCon
Marilyn Lazar is a freelance writer and a regular
contributor to The Planner. E-mail her at:
marilyn@marilynlazar.com | marilynlazar.com

SINGLE EVENTS OR REGIONAL
MEETINGS. NATIONAL CONFERENCES
OR PRODUCT LAUNCHES.
WE DO IT ALL: TEAM BUILDING TO
AWARD GALAS. BIG OR SMALL. RIGHT
NOW OR NEXT YEAR.
INFO@LUMINUX.CA

WWW.LUMINUX.CA

d e s t i n at i o n o f t h e m o n t h

Quebec: Winter Destination
Steve Ross is a new contributor to the Planner. For his first assignment, we asked him to write about two key
factors in his professional life—his experience in event planning over the past 11 years and Quebec, the city
that has always been his hometown. Steve describes Quebec City through the eyes of a seasoned planner.
Québec Rolls Out the Red Carpet
Quebec City is a dreamland of romantic allure and family attractions.
Visiting Quebec during the cold season is an opportunity to sample the
many delights of winter and live life at its best. At just a 30-minute drive
between Old Quebec and the countryside, forest and mountains, what
other locale offers equivalent attractions? You start your day admiring
the St. Lawrence River from your Quebec City café, hit the slopes of our
magnificent ski centres in the afternoon, spend your evening taking in the
Grande-Allée’s nightlife and then retire to one of our Ice Hotel suites. Our
enchantingly diversified capital region has become an expert in the art of
hospitality.

Zen Ambience
Sibéria Station Spa in Lac-Beauport, just 20 minutes from downtown
Quebec, is an excellent choice for medium-sized conferences. It features
a multimedia room that can seat 40, coffee break service and luncheons
prepared by Restaurant Batifol. Participants may of course also avail themselves of nature spas, a eucalyptus steam bath, a Finish sauna, the Nordic
waterfall and a swim in the Yellow River. For a slight additional fee, guests
can wrap up the day with a therapeutic and relaxing massage. You can
also reserve the entire site at very affordable rates for private receptions
of up to 50 people.
On the Web: siberiastationspa.com

Stunning Setting
Château Mont Ste-Anne, just 30 minutes from downtown Quebec, is the
perfect choice for treating guests at your large events like royalty and
offering them a full gamut of winter pleasures. With a magnificent exhibition hall, 19 meeting rooms spanning 36,000 sq. ft., a breathtaking view
of the slopes, WiFi service, free parking and 239 rooms, Château Mont
Ste-Anne can accommodate up to 700 and can meet every event need. If
you select this destination, make sure to ski this famous mountain or take
off into the forest with an experienced guide on a dog sled.
On the Web: www.chateaumontsainteanne.com

way to ensure magnificent experiences for all, with 36 themed rooms and
suites, sleeping bags good to ‑30 C, spa and sauna facilities and much
more. Open from January 6th to March 25th, 2012.
On the Web: www.hoteldeglace-canada.com

At Home in Quebec City
“If you can’t come to Quebec City, Quebec City will come to you.” If you
are unable to admire the eternal beauty of this magnificent town in person, you can still give your guests a taste of Quebec City—or souvenirs of
your company’s role in this region. Just make “Quebec City” your event’s
theme. Many options will help to ensure an outstanding and unique
event. You certainly want to provide your guests with an extraordinary
experience. Here are a few tips: build your event around the theme of our
famous Winter Carnival! Be inspired by our Bonhomme’s many colours in
planning your festivities and build the Quebec City Carnival’s atmosphere
into the sounds and decor of your event. Or recall your organization’s
history during an anniversary celebration with a historic presentation modelled after Robert Lepage’s famous Image Mill. Anything is possible, with
a bit of imagination and adequate resources!
Quebec City has long been a particularly enjoyable winter destination. It
also ensures safety and peace of mind for all visitors. You can take in all of
this magnificent city’s wonders both day and night, without the slightest
worry. Quebec City is the perfect venue for a delightful range of experiences!
Steve Ross is the Director of Development and Communications Officer
for Vision Concept, an event design, management and production firm.
You can email him at sross@visionconcept.net
On the Web: www.visionconcept.net.

News from the Month’s Featured Destination
Please send your feedback on any of the following sites you happen
to visit over the next few months to info@leplanificateur.ca.

Out of the Ordinary
Want to organize an unusual event in a winter wonderland? You will find
an unusual alliance between the urban and natural worlds at Quebec’s
Hôtel de Glace, just 10 minutes from downtown. While enjoying the snowy
scenery, you also benefit from more urbane bar, restaurant and lodging
services. For a cocktail reception, a dance or a meeting, the Hôtel de
Glace provides a variety of choices for personalizing your event. Guests
stroll down a torch-lit red carpet, your logo is branded onto ice, cocktails
are served in ice glasses and so forth. You can even conclude the evening
with a magnificent fireworks display. Add to the magic by spending the
night in one of the Hôtel de Glace’s theme suites. The staff goes out of its

The Québec City Convention Centre recently announced plans to
expand its public and meeting spaces by 69,000 sq. ft., so that it will be
able to host more groups simultaneously and ensure even more remarkable facilities for local, regional and international clients. Work will start in
the spring of 2012 and conclude in the winter of 2014. The U.S. Green
Building Council just awarded LEED-EB Silver Certification (existing
building) to the Centre. This news comes just a few days after the centre
received Gold certification under the AIPC Quality Standards Program
from the International Association of Congress Centers.
On the Web: www.convention.qc.ca

www.theplanner.ca | December 2011 - January 2012 | ThePLANNER 17

d e s t i n at i o n o f t h e m o n t h

Quebec: Winter Destination

The Centre de foire de Québec is also expanding as part of a $35 million
project. Its space will grow from 125,000 to 200,000 square feet.
On the Web: www.expocite.com

being and relaxation. The health centre is part of the hotel-museums
global concept based on reproducing the way of the Wendat and their
legendary hospitality.

With a new terminal completed in 2008, Quebec City’s Jean-Lesage
International Airport is continuing its expansion work. Enlargement of the
international sector, the addition of a multi-level parking garage, a hotel
and a de-icing centre are to be completed by 2016.
On the Web: www.aeroportdequebec.com

An ice bar will also be set up this winter opposite La Traite Restaurant to
give you a chance to take in the pleasures of winter accompanied by fine
selected cocktails!
On the Web: www.hotelpremieresnations.ca

In September 2011, Groupe Le Massif completed its ambitious Tourist
Train, one of three elements of a broader project. Travelling between the
river and the mountains across 140 km of breathtaking countryside, the
Train of Le Massif de Charlevoix takes passengers on a remarkable journey
between Quebec City and La Malbaie. Come aboard for a remarkable
railway experience focused on Charlevoix’s culinary arts and the region’s
countless hidden treasures.
On the Web: www.lemassif.com
A new international hotel chain is coming to Quebec City in late 2011.
TRYP by Wyndham will be installed in the current PUR Hotel.
On the Web: www.wyndhamworldwide.com
The Quebec City Hilton has invested $22 million since 2008 towards the
renovation of its rooms and reception halls. The new décor gives the hotel
a very modern look.
On the Web: www.hiltonquebec.com/en/
Manoir Montmorency offers evening snowshoe excursions for groups
of 15 or more. The package includes a guide, gear, hot wine and a fourcourse dinner at Café-Bistro Kent House for $49.95 (plus tax and tip).
Manoir Montmorency is also welcoming new Executive Chef Sébastien
Turgeon.
The Hôtel-Musée Premières Nations offers two new exciting activities for
corporate groups! The site’s woodlands along the Akiawenrakw River now
include replicas of fall huts once used by members of the First Nations.
Activities such as the snow snake, storytelling and hot beverage tastings
are included. As of January 16, 2012, the hotel and museum will also
provide a Nations Spa Centre for up to 25 people. Guests are invited to
partake in a unique multi-sensory Native experience built around well18

PLANNER | December 2011 - January 2012 | www.theplanner.ca

The

Château Bonne Entente has decided to give its catering service an official
identity under the Monte Cristo Trotteur brand. Monte Cristo Trotteur is,
incidentally, a preferred supplier of Domaine Cataraqui.
On the Web: www.chateaubonneentente.com/
The Nordique Spa et Détente and Expéditions Nouvelle Vague are
teaming up to further refine the “après-rafting” concept. They now offer
a package combining thrilling and relaxing experiences in the same
day, while discovering the Jacques-Cartier region, just 35 minutes from
downtown Quebec. The package includes a white water (III-V) rafting
expedition along the river’s Tewkesbury Section, a BBQ lunch on a terrace
overlooking the river and an afternoon spa visit.
On the Web: www.lenordique.com and www.expeditionsnouvellevague.com

360o View of Quebec from 221 metres over the city
The Observatoire de la Capitale is not only a major tourist attraction,
but also a venue for some hundred galas each year. Following a complete
makeover last April, the observatory is now offering a mid-60s styled
lounge.
On the Web: www.observatoire-capitale.com.
Quebec’s Winter Carnival, from January 27th to February 12th, 2012, is
not to be missed!
On the Web: www.carnaval.qc.ca
The Plains of Abraham offers a permanent exhibition on the Battle that
took place there. This virtual journey covers 400 years of our history.
On the Web: www.ccbn-nbc.gc.ca
Join QuébecAdabra for visits from December 22nd to January 4th, 2012
to all of the city’s nooks and crannies decked out in their Holiday displays.
On the Web: http://quebecadabra.com/

for your info

Trends… Tattoo
popularity fading

The Top 15 Songs for
Events in the US
The following songs were the most requested at events
held in the US according to the DJ Intelligence Music
Request System, which compiles information on playlists
submitted by member deejays and music-licensing
organizations.
“You Shook Me All Night Long” (AC/DC)
“Don’t Stop ‘Til You Get Enough”
(Michael Jackson)
“I Gotta Feeling” (Black Eyed Peas)
“Love Shack” (B-52s)
“Dynamite” (Taio Cruz)
“Don’t Stop Believin’ “ (Journey)
“Brown Eyed Girl” (Van Morrison)

Following our recent tattoo
survey; here is a little follow-up
from The Sunday Times of
London.
Tattoos are designed to last for life
– but nothing endures that long, in
Hollywood or anywhere else in our
fast changing world. Film stars such
as Megan Fox, the Transformers
actress who helped make them fashionable, are now leading a backlash
against ‘body art.’ Statistics suggest
Fox is far from alone. According to a
Harris poll, the number of tattooed
Americans, which was below 10 per
cent until 1990, soared to 16 per cent
in 2003, but fell back to 14 per cent
in 2008. Since then, the number of
U.S. tattoo parlours has fallen by 10
per cent while laser removal treatments are booming, according to the
American Academy of Dermatology.

CURIOSITY INSPIRATION EXPERIENCE
Setting the canvas for creative encounters begins at $139.
Sophisticated, stimulating, unexpected, with a passion for details.
Meetings with a new perspective.

Americans
get a taste for
macaroons
Macaroons, the small almond
sugar cookie loved by the
French, are rapidly replacing
the cupcake in the United
States as a favourite sweet.

Travellers’ top frustrations
On the 10th anniversary of the start of the U.S. Transportation Security
Administration, a new survey has found that the airport screening
process remains among the top frustrations for most air travellers.
•

The security procedure yielded four of the
top five annoyances of passengers asked to
list their top frustrations with air travel.
The finding came from an online survey
by the U.S. Travel Association, the nation’s
largest travel trade group. The Association
surveyed 600 Americans who travelled by air
in the last 12 months.
Bakeries devoted to the colorful confections
have been popping up in New York, Seattle
and San Francisco. Now, the legendary
Parisian patisserie Ladurée, whose pastry
chef Pierre Desfontaines created the macaroon over a century ago, opened its first
U.S. branch in New York City in August.
“It’s exactly the same shop and spirit,” said
Ladurée chairman David Holder about its
new U.S. store. “The products and the quality are the same.”
Although the Ladurée recipe is a closely
guarded secret, Holder said all of the company macaroons are made in Paris from a
mixture that is about 50 per cent ground
almonds, along with ground sugar, egg
whites and food colouring.
The delicate treats come in almost every
imaginable flavour, from classics like raspberry to more innovative options such as
salted peanut and grape.
For New York Fashion Week in September,
Ladurée produced a cinnamon raisin New
York macaroon, which Holder said was
a nod to the popularity of cinnamon in
American sweets- something that is not
common in France. The most popular flavour, though, appears to be salted caramel.
So if you want to indulge an American visitor with a sweet tooth, macaroons may be
the way to go.

20

The top frustrations cited by air
travellers:
•

People who bring too many carry-on
bags through the security checkpoint
(72.4 percent).

Tourism is one the fastest growing sectors in
the global economy – and Canada’s share is
shrinking. UN World Tourism Organization
figures show that in 2002, Canada was the
seventh most popular international tourist
destination. By 2010, we had dropped to
15th place on the list and our travel deficit
(the money Canadians spent abroad vs. the
money international visitors spent here) hit
$14 billion.

PLANNER | December 2011 - January 2012 | www.theplanner.ca

The

Uncomfortable seats on an airplane (70.4
percent).
• The wait time to clear the TSA checkpoint (68 percent).
• Having to remove shoes, belts and jackets at the TSA checkpoint (62.3 percent).
• TSA employees who are not friendly
(42.4 percent).
But the survey also said 66 percent of travellers are somewhat or very satisfied with the
TSA’s overall performance. The satisfaction
rate was 54.6 percent for frequent travellers.
Also, nearly 75 percent of travellers said they
were somewhat or very satisfied with TSA’s
recent announcement that the agency will
eventually phase out the requirement for passengers to remove their shoes.
The TSA said recently that it plans to expand
a pilot program that allows pre-approved
frequent travellers to zip through a special
screening checkpoint without removing their
shoes, belts or jackets.

Many of these tourists are from key emerging markets including Brazil, China, India,
Russia and Mexico. A recent study by tax
service refund provider Global Blue found
that a number of middle-class Brazilianswho face high prices for certain items at
home because of heavy import taxes- are
travelling to Europe and going on shopping
sprees.
The federal government has launched a
strategy to make Canada’s tourism industry more competitive. Suggestions for this
include: improving tourism marketing,
increasing access to visas for foreigners,
simplifying border crossing for U.S. tourists
and reducing airport taxes to relieve airline
ticket fees.

in bed bug detection technology. It is the first
bed bug detection tool to provide continuous detection of bed bugs for up to 90 days
at a time in a small, easy-to-use device. Verifi
provides hotels and their guests with peace
of mind in the face of an ever worsening bed
bug epidemic.
This breakthrough bed bug detection technology works via an exclusive combination of
three bed bug lures, including;
• A co2- generating cartridge which mimics
a living, breathing host
• A liquid kairomone lure that works to

lures are vented appropriately so that there
are no mixed-signals,” said Rick Ekins, marketing manager at FMC. “Hungry bed bugs are
attracted to the kairmones vented through the
pitfall where they will fall in and cannot escape.
Dr. Susan Jones, Associate Professor of
Entomology at Ohio State University, was one
of several notable bed bug experts who tested
the device prior to its debut. “The Verifi bedbug detector can be left in place long-term. It
is relatively small and unobtrusive, “she said.
“I would think a lot of hotels would want to put
them in every room.”

attract bed bugs seeking a meal
A liquid pheromone lure that encourages
bed bugs to aggregate in the device.
“In addition, the Verifi design ensures that the

New Hotels
in Mexico
Popular with many Canadian groups, the
Melia Hotels International’s luxurious, allinclusive Paradisus resort brand has expanded
its portfolio with two new Mexican properties,
Paradisus Playa del Carmen La Esmeralda and
Paradisus Playa del Carmen La Perla.
Located in the prestigious Playa del Carmen
enclave on Mexico’s eastern Caribbean shore,
the resorts are poised to become among
the area’s finest all-inclusive properties. The
impressive facilities and signature amenities at
both Paradisus La Esmeralda and Paradisus La
Perla include dramatic free-form pools, artful
landscapes, a YHI Spa, twelve restaurants and
ten bars. These provide guests with the ability to escape and indulge in all the wonderful
choices the properties have to offer.
Paradisus Resorts are sophisticated all-inclusive properties owned and operated by Melia
Hotels International. For further information,
contact Ayten Mizoyeva, Regional Director
of Global Business Travel for Canada. Staff
from The Planner had the pleasure of meeting
the charming Ayten during the recent Acte
Conference in Montreal. She can be reached
at aytenm@sol-group.com.

Tighter Budgets
The Atlanta Journal-Constitution reports the average Atlanta hotel room has fetched an average of
$128 a night so far this year, making 2011 the fourth
consecutive year that this city’s hotels have lowered
their rates. The average rate was $129 last year and
$140 in 2008, the story says.

data. Next month, hotel occupancy is expected to drop by nearly
8%.
The Convention & Visitors Bureau suggests however, that demand
has stabilized. The city’s occupancy in October, for instance, has
held steady at 66% for the past two years vs. a low of 58% in 2009.
The biggest factors keeping rates low, as noted by the paper:
More business travellers now are using discount sites to find bargains and big-budget business travellers such as investment bankers, who used to pay for luxury rooms, have cut back. Fewer rooms
for citywide conventions are being booked in advance, limiting
hotels’ ability to raise prices for business travellers and others who
book closer to check-in day.

Atlanta is also on the bottom 5 list of hotels in the top 25 markets
that are expected to perform the worst in December on a year-overyear basis next month, according to TravelClick’s forward-looking

“Back when the market was really peaking in late 2007 and early
2008, high fliers like executives in financial services and bankers were willing to pay top dollar for a room,” Mark Woodworth,
President of Atlanta-based PKF Hospitality Research, told the
paper. “Those travellers who were the least price sensitive during
the good times haven’t returned.”

www.theplanner.ca | December 2011 - January 2012 | ThePLANNER 21

survey of the month

Survey “Planner Tool Box”
Your

responses!

Following our survey “Planner Tool Box”, we asked you to help our intern Amber, a future planner, in finding a
name for her multipurpose tool box for her meetings and events. Here are but a few of the responses:

T

hank you to all the planners who took the time to answer our
survey and provide me with great advice. After having read all
the responses I have learnt not only what should be in a tool box
but have also been given some good pointers.

Tools), by Nancy Kenwood, Crash Kit, by Marg Chartrand, Emergency
Prepardness Kit, by Phil Ecclestone and finally LIFESAVER, by James
Wright.
Thanks also for all of your suggestions which have given me insight on
what it takes to run a smooth and successful event. The following are a few
of my favourite suggestions:
• “2 regular sized and extra large door stoppers for those pesky hotel
doors that won’t stay open at the break.” Elizabeth Hooper
• “Emergency planner toolkit contents depending on the type of event
you are managing.” Rose Timmerman Gitzi
• “A pen on a chain (that goes around your neck so you don’t lose your
last pen!)” Sandra Wood
• “A spool of nylon fishing line” Jane Maciel
• “A snack bar (in case you don’t have time for lunch)” Mireille Charron
• “A rolling suitcase instead of a toolbox” Lynn Mc Larnon
I wish you all a great 2012!
Amber Jackson

for your info

5 steps towards success in the New Year: The Planner gets you started
Ever wonder what makes people successful? Well, here’s the answer – and it’s really quite simple!
1. Set goals - Successful people set goals that
have a specific completion date. Set concrete
goals with a time frame for when you want to
achieve those goals.
2. Get started - Successful people start immediately. They don’t drag their feet or put it off. They
act on a goal right away, because they understand
the power of momentum. They may not do the
whole thing at once, but they do take a big step
to get started.
3. Think positive - This is the half-empty, half-full
syndrome. Successful people are optimists and

believe the cup is always half full. They aren’t piein-the-sky types, but they see the positive side of
an opportunity, and they believe in their ability to
achieve their goals.
4. Take action - Those who are successful take
action, even on partial information. Too many
people wait around until they think they have
all the answers. But if you do that, you may wait
forever. It’s called “analysis paralysis,” and a lot of
people experience it.
5. Be determined and attract it - The same holds
true for most life decisions. You don’t know what

will happen once you take the first step, so the
only constants are the end vision and your determination to get there, even if the path doesn’t
unfold exactly as you envisioned. Have a clear
vision of what you want. Your thoughts will draw
success to you.
As Buddha said, “All that we are is the result of
what we have thought. The mind is everything.
What we think, we become.” So remember success doesn’t just happen to people. You have to
do something to make it happen. Following these
steps will put you on the path to success.

www.theplanner.ca | December 2011 - January 2012 | ThePLANNER 23

for your info

Finally
a practical use for terrible gifts

Your Regular
Table Is Ready
A recent study at the University of Bologna,
showed that 66% of the students observed
in lecture halls over a six-week period chose
the same seat or an adjacent one every
time. Costa says the study titled “Territorial
Behavior in Public Settings” suggests that
restaurants and hotels could boost satisfaction by giving repeat customers the
same table or room on each visit and that
companies could reduce worker anxiety
by holding recurring meetings in the same
conference room.

Pad Thai,
Please
The Canadian palette is changing, according to a top report from market researchers
at the NDP Group. The majority of consumers prefer ethnic dishes when dining out,
and 70 per cent of restaurant goers would
order an ethnic-influenced menu item when
available. The survey listed the top five
ethnic food favorites as Italian, Thai, Greek,
Chinese and Japanese.

F

or those unfortunate recipients of an
ugly sweater, tasteless fruitcake or other
lackluster item gracing their holiday gift
pile this year, Wyndham Rewards has
launched the “My Horrible Holiday Gift” contest
that gives members a chance at trading in their
less-than-desirable gift for two million Wyndham
Rewards points or other valuable prizes including $50 and $100 gift cards.
A recent poll by Wyndham Rewards found that
32% of Americans admitted to re-gifting their
horrible holiday gifts, while 17% say they receive
their worst gifts from their in-laws. “While the
holidays are about spending time with loved
ones, the reality is that people are disappointed
when they don’t get the gifts they’d hoped for,”
said Robin Korman, Wyndham Hotel Group
senior vice president, Loyalty Marketing. “That’s
why we want to give our members a chance to

24

flip the tables on their horrible gift and turn it
into something that they really want.”
Now through 10 January 2012, U.S. and
Canadian Wyndham Rewards members who
upload to the contest a photo of their horrible
holiday gift, along with a brief description of
what makes it so bad, will be entered for their
chance to win a grand prize of two million
Wyndham Rewards points.
A team of Wyndham Rewards judges will pick
five finalists from all eligible entries submitted.
The public will then vote to select the grand
prize winner. Finalists will be chosen based on:
creativity, originality, popularity, and faithfulness
to the idea. As an added bonus, finalists will
each receive enough Wyndham Rewards points
to redeem for a $100 gift card to the retailer of
their choice.

PLANNER | December 2011 - January 2012 | www.theplanner.ca

The

Back for
Seconds
Top Chef Canada winner, Dale MacKay has
plans to open a yet-to-be-named second
eatery in downtown Vancouver as early
as this month. The new location will be
blocks away from his successful Ensemble
restaurant, which opened in May. The new
digs will feature pub-style nachos and hamburgers, complemented by a vast beer
menu. “It’s not just going to be fried calamari with a few onions and some tartar
sauce. Everything is going to have a twist,”
MacKay told The Vancouver Sun of the
80-seat dining room, which will sport multiple flat-screen TVs. In addition to the new
eatery, MacKay will introduce a line of handblended spices that helped raise his profile
on Top Chef.

management

By Marilyn Bali

Visualising your event

for a Zen
outcome

So your mandate has been
signed and approved!
Whether it’s a small or
large event; an event
organizer must learn how
to count to ten and breathe
deeply. More often than
not, surprises will occur
and the planner should
expect and be ready for
them. Zen planning is
based on an organizer’s
state of mind. He/she has a
vested interest in delivering
an event in all serenity. This
is why I emphasize the
importance of visualizing.

T

he outcome of an event depends heav-

in the planning and organization of the event.

ily on the art of managing priorities as

It also provides full potential for creative and

well as the visual details, regardless of

artistic elements in addition to providing for

its size. Details very often reflect the

the unforeseen. The development of the gen-

sense of creative and artistic dimension of the

eral theme, color, and decor perceived in these

individual who prepares the event, while taking

visualization moments begins to take shape.

into account the relationship between the event

Simple and concise ideas are much more effect-

and guests. Paying attention to details: from

ive. Transmit their inspiring effects into the heart

offering vegetarian bites to planning for aller-

of your event; this provides a hint of authenticity.

gies, from organizing the seating arrangement

Rely on the art of simplicity!

of the guests according to their interests and

Another reason to adopt Zen planning is that

affinities to planning the type of music that will

very often, when one is caught up in the frenzy

be playing and when. Visualization will enable

of organizing and managing tasks, this occur-

you to quickly identify the details and provide

rence can easily make you forget the details.

effective solutions and answers when needed.

Once you have gone through the event in your

“

Visualization will enable you to quickly
identify the details and provide effective
solutions and answers when needed

”

Initially, it is essential to know where you are

mind’s eye step by step you should then put it

going, that is to say what direction you want

down on paper, as this will become your time-

the event to take, is it for networking, product

line. Add as many details as possible. Putting

launches, an evening among colleagues, team-

it down on paper will also help you remember

building, etc. You must start by listing the event

the details. The goal is to jog your subconscious

objectives to obtain a more effective overall

memory at a glance during the event, giving

vision. Then establish who will do what and

you a clear picture of where you are and where

provide the teams with a schedule that will cover

you are heading. To complete the Zen picture

each of the details of the event.

remember to eat properly and drink water as

Once ideas have been put forward, the teams

both will keep your body in balance.

are mandated and ready to go and you should
take a moment to go through the details and
visualize them. Close your eyes, relax, and see
the details in your mind’s eye.
Mental visualization of the various modules of
the event will lead you to maximize productivity

Marilyn Bali is President and Event Organizer
of Bali Événements. Based in Montreal, the
company offers special event organization
services, either tailor-made or according to your
needs.
marilyn.bali@balievenements.com
www.balievenements.com

www.theplanner.ca | December 2011 - January 2012 | ThePLANNER 25

trade shows

Moving Beyond Notes
on the Back of Business Cards
Want to hear the worst follow-up
phone call to a contact you met at a
trade show? It goes something like
this.
You: Hi, It’s Barry Siskind with ABC Company and we
met last week at the Green Show.
Contact: Yes I remember you. What can I do for you?
You: We only had a few short minutes to talk about
your situation at the show. The purpose of my call
today is to arrange to get together to discuss your
concerns and see if there is something that I can do
to help.
Contact: Sounds good.
You: How about next Wednesday?
Contact: Sure, what time?
So far this sounds pretty good. Now here comes
the bad part.
You: Before we commit to a time I have a few quick
questions to ask.
Contact: Sure. What do you need to know?
You: What exactly is the scope of the situation you are
trying to solve?
Contact: Huh!
You: Where are you located?
Do you make the decisions for this change?
Have you allocated a budget?
Contact: Wait a minute. Didn’t you ask me those
questions when we met at the show?
You: Yes, but…
Contact: Why are you asking me again?
The answer to the contact’s last question is simple.
You forgot.

T

he solution is to ensure that you
record all of the contact’s information when you first meet so the
follow-up phone call can be seamless and
simply a continuation of the conversation
rather that starting all over again.
Numerous industry studies have shown
that nearly eight percent of all leads are
mishandled. One of the reasons for this
lost opportunity is that the leads collected
at the show were less than adequate in the
first place.
Taking leads at a trade show is all about
quality rather than quantity. A handful of
good quality leads puts you in a stronger
position to convert those leads to business
than a pile of business cards or ballots.
The trick is to ensure that the information
learned about the contact is recorded on
the spot. One big mistake many exhibitors still make is writing contact information on the back of business cards. There
are a number of problems with this:
1. The back of a business card is small and
therefore restricts the amount of information you can record. It also means that
without a formal recording tool, business
card leads are inconsistent from one to the
next. This puts your salespeople or dealers
and reps at a disadvantage when they follow up because they know very little about
the contact before they make the call.
2. Many companies print on both sides
of their business card. If you had planned
to write information on the business card,
you are now stuck.
3. Many companies use electronic business cards. Now you are really stuck
4. Many cultures take great pride in their
business cards and it might be a personal
offence to write on the back.
To avoid the business card pitfall ensure

26

PLANNER | December 2011 - January 2012 | www.theplanner.ca

The

By Barry Siskind

that you have arranged to use some
form of lead recording technology in your
plans. There are three choices:
1. The electronic lead retrieval system.
You have probably seen many of these
devices in use. They take the form of scanners, QR readers, Card swipe, Smartphone
apps etc. Overall, these tools are excellent
methods of gathering contact information.
Many of these systems can be customized
allowing you to enter specific fields of
information that will help you when following up.
2. A manual lead sheet. This is a simple low-tech solution for those situations
where your organizer does not provide
an electronic system. Your lead sheet is
a pre-printed form that acts as a script
for your sales people to follow to ensure
that they gather consistent information
from contact to contact. (For a copy of my
lead sheet template e-mail me at barry@
siskindtraining.com)
3. A hybrid is used in the situation where
the electronic system only provides you
with part of the information you need. You
can then supplement it with a manual lead
sheet and gather the bits of information
you still require.
Business has moved beyond taking lead
information on the back of a business
card. To be truly successful at your next
show give some serious consideration
to the technology you will use to record
contact information. One further thought
­- once you have decided on how you will
gather information, train your staff so they
are comfortable getting the information
you need.
Barry Siskind is North America’s foremost
trade and consumer show expert. Visit his
Web site:
www.siskindtraining.com or e-mail him at:
barry@siskindtraining.com.